On a recent Saturday morning, I was listening to the “Dining Around Town” show on KGO radio and Food Maven Joyce Goldstein was on the air. She was describing a pastry chef who spent hours and hours making a dessert that used all sorts of gadgets – a huge slicer, a dehydrator, gellan gum, instant freezer, etc. – while showing off his technical skills.

But the chef was far too technical. “Where’s the soul, man!” exclaimed Goldstein. She felt there was no passion, “no sensuality” to his cooking. She called it “machine food.”

The same can be said about some high technology marketing. Especially with products rich in technical depth and whose benefits are not intuitively obvious. Oftentimes, technology companies will take a “clinical” and (overly) technically accurate approach when describing their offerings, resulting in a lack of passion and emotional appeal to the buying customer. In these instances, the relevance and benefits to the buyer are noticeably absent – they’re either missing entirely, or buried in mounds of mind-numbing technical detail.

Technology is an incredible enabler, but sometimes we communicate in ways that fail to connect with the buyer. How would you assess your ability to communicate the value of your offerings?

Several months back I signed up for Twitter to learn more about it. I follow(ed) some interesting social networking experts who have something to say and friends who are also experimenting. As I followed folks, others followed me. Much like when I signed up for an afterschool class and found myself habitually absent, I became embarrassed how far behind I was and stopped attending the class. I’ve been virtually tweetless the last month. Life has been catching up to me and I find that I don’t have enough time to live life — let alone microblog (on a regular basis). And I feel guilty.

I’m happy to see I’m not alone. A recent BBC study reports that 90% of the content on Twitter is generated by 10% of the tweeters. Although Twitter is growing faster than any social network (more than 10 million users), most people only tweet once in their lifetime.

As a marketer, I understand that Twitter is an important new way to establish two-way conversations with customers — but I haven’t seen many examples where Twitter connects business to business. Please share your examples of how Twitter helps B2B.

If you’re a small company and your marketing budget is virtually null, how should you invest the few dollars you do have? Should you try to sit out this economic storm and hope for the best?

In our experience, the companies we work with are investing in a handful of highly targeted marketing activities. They can’t afford to go dark. Especially if competitors are scaling back, since that’s often where the greatest opportunity lies. With a solid foundation (e.g., a defensible value proposition) in place and a clear understanding of the target audience, these companies typically focus on the following 3 tactics to “weather the storm”:

1. Website

Use your website as your primary marketing tool if marketing dollars are tight. But make sure you’re using it to appeal to your primary audience. If you’ve launched your product, use your website to sell, instead of simply to educate. Ask yourself: Is my site essentially a collection of product data sheets or is it designed to move the reader further along in the sales cycle – e.g., buy it, try it for free, download it, read about it, comment on it, or chat with someone about it? Re-write key sections for crisp, evidence-based communications (no jargon). And make sure you differentiate your offering from competitors in order to make it crystal-clear to the reader why you’re the better choice.

2. Customer Stories

Customer stories are compelling because they’re concrete examples of why (and how) others are adopting your product or technology. Whether you publicize them widely, or limit them to sales calls or internal use, customer stories help establish credibility, create buzz and boost morale. Investing in a growing portfolio of stories is also a great way to stay in touch with your buyer and gain on-going insights into what matters to them. From one-page customer write-ups to online customer reviews on your website, customer stories are credible marketing tools that can be used in advertising, PR, presentations, videos, at events and on sales calls to show success and momentum.

3. Blogs

Blogs are one of the easiest and cheapest (free!) ways to push your message out directly to the public. Perhaps the greatest benefit of blogging is that while you’re sharing your commentary with the world, you’re also learning from others as they comment and interact with you. You can use blogs to establish your technical credentials so people seek you out. Or you can share your experiences, advice and tips to position yourself as an expert. Before you start your own blog, it’s helpful to comment on other people’s blogs to begin to build your reputation. Blogs can help market and brand your company, but you need to be passionate and authentic in what you write. If you’re a business blogger, make sure you have a purpose and a plan. Don’t blog occasionally – think of blogging as a long-term “campaign” that helps you grow a following and boost your company’s search rankings. It’s easy to get started. We use wordpress.com, but some of the more popular sites are blogger.com, typepad.com and livejournal.com.

Other ideas?

What’s on your “top 3” list for must-do marketing in these tough economic times? I’d love to hear your thoughts – what else should be part of the mix? How would you prioritize your marketing $$?

Last week, we showed how our TRUESM model for value proposition development could apply to writing effective resumes that help you stand out from the competition. We asked readers to submit examples so that we could illustrate how to improve the content using our principles for developing effective messages. Here’s an example from an individual who submitted her resume for review. She is looking to transition from a college-level Psychology Instructor to an applied accounting position.

1. Our first recommendation to this candidate is to TARGET the resume to a specific position (and type of company). If the resume is going to include an objective, make sure the objective is targeted to appeal to the recipient.

Objective from the original resume: “Seeking to bring my communication and analysis skills to a position in regional accounting firm focusing on tax, but also providing opportunities for involvement with other professional services.”

Remember to “tailor your resume for each position you apply for. Make sure that your experience closely matches the requirements of the job.” The applicant can gain more traction by focusing on a specific position within the company and a specific industry.

Our suggested new objective (based on our understanding of her background and the requirements of this internal auditor position): “Internal Auditor position in regional tax accounting firm where I can bring together my skills in accounting with my years of experience as a college level psychology instructor. I can apply findings from psychology and behavioral economics to help people more effectively manage their financial futures.”

2. RELEVANT: In applying for a job, candidates can improve their chances of success by focusing on the requirements of the job, not necessarily on what he/she does best if it does not map to the requirements. For this candidate, instead of highlighting universal skills like “experienced teacher and advisor, superb writer, experienced public speaker, strong research skills using library databases,” try focusing on points that relate to the position (degree in accounting or finance, ability to research and present findings, strong communications skills):

Post-Baccalaureate Certificate in Accounting with 3.85 GPA

Innovative tax preparer helping clients understand basis for deductions, saving an average $200 per year

Top ranking instructor at a high-ranking small private liberal arts college for five years teaching classes in research methods focusing on statistical analysis

3. UNIQUE: This candidate has distinctive skills that set her apart from the next candidate: as a Ph.D. in psychology with a strong analytical background and an author of instructor manuals to accompany textbooks in her field, she is able to bridge the accounting and communications skills required in the internal auditing profession. These differentiators should be highlighted in her summary of accomplishments and discussed in terms of the relevancy to the position during any resulting interviews.

4. EVIDENCE: This candidate can benefit from changing the language in her resume from descriptive to more results-oriented by highlighting proof-points that she created or proof others have created:

For example, when she says she “worked with diverse population to communicate basis for taxes and gave advice about possible deductions that could be taken,” she can highlight her achievements more specifically by saying “helped low income and middle bracket taxpayers better understand taxes and deductions resulting in average taxpayers savings of $200 based on uncovering legitimate deductions.” We know stats are hard, but even if she estimates savings, it’s much more powerful.

Rather than describing that she “developed ‘Money and Happiness’ course which teaches basic financial as well as psychological concepts,” she can use independent endorsements as evidence of her accomplishments: “Received top ratings for college course I developed ‘Money and Happiness’ which teaches basic financial as well as psychological concepts.”

Once she gets the interview, she can draw upon her experience as a psychologist and training in finance and accounting and tell a compelling story of how she has helped one or more individuals or companies more effectively manage their financial futures.

Have you sent out dozens of resumes without getting a single call back? You’re not alone. It’s a tough job market out there, and hiring managers have the luxury of choice. Clearly, you need to stand apart from your “competition.”

TARGETyour resume. One size does NOT fit all. Many of us have had diverse careers, and we’re proud that we can demonstrate a number of disciplines and areas of expertise.Too often, we feel we need to list everything, but what’s needed today are specialists, not generalists. So tailor your resume for each position you apply for. Make sure that your experience closely matches the requirements of the job. If you’re not thinking “This job exactly mirrors my background!” then be aware that there are probably (many) others whose background it does closely mirror.

Show how you’re RELEVANT. Include an executive summary – remember, the recruiter is only scanning your resume, so the more succinct you are, the better your chances. Write executive-style (i.e., assume you have 20 seconds or less to make your case). Concentrate on 1-2 points that show you’re a strong fit for the job. Focus on accomplishments (e.g., “I designed a new process based on customer data that resulted in 32% sales growth…”) as opposed to responsibilities (e.g., I “coordinated…” or “worked with…” or was “responsible for…”), which were simply your duties.

Highlight why you’re special or UNIQUE. Do you have any distinctive skills or relevant experiences that set you apart from the next candidate? Another way to separate yourself from others is to make your points succinctly and powerfully using the fewest number of words possible. Think white space, not dense copy. Keep rewriting to make your resume & cover letter tighter and stronger with every draft.

Cite EVIDENCE to gain credibility. Use proof that you’ve created (e.g., “I pioneered the restaurant’s signature ‘stack’ dishes and increased revenues at Chez Loran by 110% last year…”) or proof that others have created (e.g., “I received the James Beard Outstanding Chef Award in 2008…”)

Finally, if you get an interview, prepare 3-4 stories illustrating different areas of expertise you can comfortably talk about. For example:

“We had planned our new product debut in 90 days, but our fiercest competitor surprised us with an early announcement, so we had 30 days to launch – with no support staff and on a shoestring budget! I put together a team of 3 marketing people, and I personally developed the competitive analysis, wrote the sales materials, conducted the sales and partner training and designed a successful launch, on time and on budget. I thrive in a fast-paced environment where speed, flexibility and a focus on results are key. In fact, these products were the fastest ramp-to-revenue products in the company’s history!”

Do you need help with your resume? Send us excerpts from your resume and we’ll illustrate how to improve its content in a future blog using our principles for developing effective messages (while maintaining your anonymity).

I saw an ad recently that caught my attention in the new Food Network magazine. While advertising is only one form of communication, I thought this ad was an interesting example of succinct and compelling evidenced-based communications.

The ad features Hyundai’s first luxury car, the Hyundai Genesis (base price $33,000), and because most people don’t associate Hyundai’s brand with high-performance engineering or comfort, Hyundai takes a bold approach by positioning the Hyundai Genesis against Lexus, a brand synonymous with luxury automobiles. The headline reads: “Think about it. Isn’t it time someone did to Lexus what Lexus did to Mercedes?”

Whether you think Hyundai versus Lexus is a ridiculous comparison or not is irrelevant. Hyundai proceeds to make aggressive claims against “the competition” as it attempts to leap categories into the high-end, luxury market.

First of all, Hyundai doesn’t attempt to convey every feature and detail found in this new model. Its focus on performance and comfort make for succinct messages, which are steeped in proof points. Yes, this is an advertisement, but it’s a good reminder never to fill a page with dense copy. Make your point succinctly and powerfully. For example, here’s Hyundai’s message to customers who care about performance: “The Genesis will take you from zero to 60 in a head-spinning 5.7 seconds – and has more horsepower per liter than a Lexus GS 460.”

Too often, we have a tendency to list everything for fear of leaving something out. If you want your message to stick, keep it simple. Concentrate on 1-2 points that deliver the greatest value to the customer.

Next, Hyundai’s use of facts and proof points help make their claims more believable. When Hyundai describes the design engineering on the Genesis, it’s compelling:“Gaps between body panels are tighter than those found on the standard-bearer for tight tolerances, the Lexus LS460” (which has a MSRP between $63,000 – $77,000!).

When describing one of its features, Hyundai cleverly cites another high-end name in an attempt to link brands: “And the Genesis cabin is among the quietest and most spacious available. It’s equipped with a Lexicon® 7.1 discrete surround sound system (shared only with the Rolls Royce Phantom).”

I hesitate to pick on high-tech companies, but ours is an industry with a propensity for meaningless jargon.If this were a technology ad, it might read something like this: “Witness the arrival of a groundbreaking new luxury automobile that delivers versatile performance and unprecedented comfort, driving future breakthroughs in next-generation luxury cars.” Yes, it’s over the top, but the point is that boastful claims without any proof points fall on deaf ears.

With this, I am reminded of William Zinsser’s sage observations on writing: “Clutter is the disease of American writing. We are a society strangling in unnecessary words, circular construction, pompous frills and meaningless jargon.”

Oftentimes people don’t fully realize just how important it is that their company (or product) messages or “stories” are simple, distinctive and appealing. Sounds intuitively obvious, but it’s not always put into practice (e.g., on websites, in collateral, etc).

Suppose you had $1,000 to spend on a charity. We posed this question to participants in a recent workshop and asked them to look at the messages from two charitable organizations’ websites and vote their dollars based on how the information is presented – not on the merits of each charity. We asked them to use this criteria:

Is the information easy to understand?

Is it compelling?

Is it clear how your dollars will be spent?

Charity A

URF/USA is a registered 501(c)(3) non-charity (Tax ID: 20-41181xx) founded in 2005. We are an international and grassroots Community Based Organization that exists on non-political, non-denominational, and non-sectarian principles.

Our vision is based upon bringing together all interested individuals and groups to join our efforts in ensuring that AIDS orphans, needy children and marginalized communities are empowered and reintegrated into society as we develop and maintain thriving, productive and sustainable communities.

What do you think? This is useful information, but it reads more like a 10K (not exactly riveting stuff). Several people found Charity A’s use of formal language impersonal.

And while having a vision is good, it wasn’t obvious to everyone how their contributions would be spent — what exactly does “…empowered and reintegrated into society as we develop and maintain thriving, productive and sustainable communities” mean?

Sometimes our natural tendency is to inflate our language to sound important. But this simply muddles the meaning and clarity of what we’re trying to express.

Let’s take a look at the other choice —

Charity B

Each night in northern Uganda, tens of thousands of terrified children leave their villages at dusk and walk to town to avoid being kidnapped by the Lord’s Resistance Army – a brutal rebel force that has abducted more than 30,000 children to serve as soldiers and slaves in its 20-year war against the Ugandan government.

Once in captivity, boys are forced to loot and burn villages and torture and kill neighbors. Abducted girls are routinely raped and become sex slaves or “wives” of rebel commanders. Many do not survive.

We provide counseling, emotional support, food and medical care for the children who are able to flee, while working to locate their parents and arrange family reunions.

This begins like a good novel — Charity B uses the power of stories to tap into our emotions and inspire us to act. And the third paragraph outlines how this group helps children – by providing “counseling, food and medical care,” among other things.

So, what’s the moral of this story?

Ineffective messages can impact your bottom line.

If you can’t express your value to your customer persuasively, customers will put their money elsewhere.

While these are both worthy organizations, in our most recent workshop, the $1,000 we “gave” to each participant was split this way: Charity B received $9,800, while Charity A received $3,200, based on the messages we showed them.

We enjoy working with companies to develop creative value-based communications strategies and targeted marketing programs and materials — whether it be message platforms, web content, competitive sales tools, customer research or launch plans — that resonate with the customer.

We’re sharing our thoughts about how targeted, evidence-based marketing can help you to accelerate sales and hope you participate in the discussion!